ON A BILLBOARD THAT ENCOURAGES READERS to Google for Wimax, Imagine Broadband probably assumes potential Wimax customers will scroll down the first page of results for Ireland and find its website listed. This is a risky assumption because nearly half of the potential customers I know will type the word Wimax into the URL bar of their browser and land inside the Wikipedia where they can read the history of the technology. Wimax is a technology that could help several local rural communities find the internet without walking a few miles for better over-the-air reception. Wimax won't help me because its mast array will be nestled behind the Rock of Cashel and its signal strength will never push through the Rock's granite. Those limitations aside, it amazes me that Imagine Broadband isn't buying Adwords for better search engine placement (although they are buying sponsored links that many people overlook). And it's rather curious that Imagine isn't pushing its product in social media with advertisements or in Irish blogging space with comments to posts about broadband in Ireland. It appears that the marketing team is focused on standard billboards and mass media marketing. That's an interesting decision, especially considering the proven value-for-money conclusions drawn by other broadband providers in Ireland. If I were handling the marketing campaign, I'd ring an expert for better placement.David Quaid -- "Wimax: Google It" from the Primary Position blog.
Aileen Hahesy -- "Mullinahone continues to press for improved broadband and mobile phone coverage" in the News section of The Nationalist, 22 Oct 09.